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Learn moreJun 2019
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In 2018, Toys “R” Us, the largest dedicated traditional toys and games retailer in the US, closed all its 800+ US stores. In response, many retailers scrambled to up their game, and traditional toys and games avoided a retail value decline in 2018.
Traditional toys and games has been experiencing headwinds from demographic shifts. The decline in the birth rate for last five years indicates fewer children in the country.
Players in traditional toys and games must adapt to the digital era in order to stay relevant to children. Children are spending more time online, especially on mobile devices, whilst watching TV and DVDs is declining.
Value sales of licensed traditional toys and games increased in 2018, particularly in dolls and accessories and arts and crafts. Jurassic Park was a particularly strong toy property for major manufacturers in 2018, especially Mattel and Lego.
In 2018, Danish construction toy manufacturer LEGO Group – the third-largest player in traditional toys and games in value terms – turned around its revenue decline from 2017. The rebound was due to Lego City, Lego Jurassic World, Lego Harry Potter and Lego Star Wars, with both Lego and Lego Duplo seeing growth.
Over the last few years, Canadian toymaker Spin Master continued to expand its portfolio of toys. It saw high annual sales growth from 2015, partly due to the phenomenal success of Paw Patrol and Hatchimals.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Traditional Toys and Games industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.
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Why buy this report?
This industry report originates from Passport, our Toys and Games market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.